If you’re using LinkedIn for prospecting and to drum upbusiness, one mistake that many of your competitors will be making is to turn their profile into a CV and to keep focusing all the attention onthemselves and all the “stuff” they’ve done in the past instead of whatthey offer now in the present, and to whom.
Here are 7 other likely mistakes that you may also be making withyour LinkedIn profile, and why they could be losing you connections,sales and referrals….
A. Not mentioning the problems you solve
Are you forgetting to mention the problems you can actually solve for your target market in your online profile?
Your fellow members may actually be in need of your services, but if you don’t tell them about the problems, pains or predicamentsyou fix, how will they know. How can they recommend you if they don’tknow what it is you actually fix or solve?
Some of your fellow online members visiting your profile mayalso be suffering from, or experiencing these problems, pains orfrustrations. One of the first things you want a visitor to say whenthey visit your profile is – “Yup, I know how that feels” or “I knowsomeone who knows how that feels”.
People don’t want to get to know you, if they don’tthink you can help them, or if they don’t know what it is you do, ordon’t think you’re worth getting to know.
B. Not describing the people you help
Do you actually mention who your clients are, the type of clients, and the criteria you look for in a client, on your profile? The majority of people on forums and social networks are pretty vaguein this respect, and then they wonder why they get all sorts of vagueintroductory emails from people they don’t want to communicate with,more importantly, they receive pro-active communications from people who do not have a need for their products or services, and the profileowner reacts negatively of accusing their fellow member of being”spammy”.
You are on a networking platform for god’s sake; you areinviting people to contact you. All you have to do is start saying onyour profile who are the people you want or need to contact you.
C. Forgetting to mention the solution you offer
It’s funny, how many times have you visited a profile….Read about the person, their football team, their partner, children, which sign of the zodiac they are, which car they are like, even which character from the Matrix they are like, (some even do describe the car they are like) but you have no compelling reason or wish to actually contact them, because you don’t know what problems they solve or whether they can actuallyhelp people like you. You need to discuss what can be achieved if people use your product or service and what things are likely to happen ifpeople engage with you and their problems are solved – create a desire or want for them to communicate with you. People are interested in one thing only – results. Talk about the results you offer.
D. The Reason why
Have you forgotten to remind your fellow online members why yourprospects and people you know, are experiencing the problems they are,and why they are stuck with the problems listed in A, and more importantly, not taking advantage of C. By explaining the reason why people experience the problems they do,you are further demonstrating you know your craft, have a thoroughknowledge of your subject, and it helps to build to trust andcredibility.
You need to explain why the reader might be having problemsin your area of expertise, so you can disqualify them from being apotential client or not. Why do you think the same people keeprevisiting your profile – they think you can help them, they’re not just sure how or why.
We’ve touched on this earlier, it’s about credibility and positioningyou as an expert, not every aspect of your social and personal life togive scam artists and identity thieves everything they need to open abank account in your name.
How many business meetings have you gone to, and asked theperson sitting opposite you about their dog, or which character of thematrix they are most like. You simply don’t do it.
Stay focused on what you talk about regarding yourself;build a profile about you and your achievements, your track record, thepeople you’ve helped.
Yes, give an introduction to who you are, but don’t dwell onit or make the classic mistake of selfish marketing and do a “me. me.me” talking only about you and not the people you can help.
F. How can they help themselves
Stop going to meetings that lead to nothing. Stop visiting profiles and think oh she’s nice, let’s have a coffee. You need to describe thebasic steps that readers of your profile need to take in order to helpthemselves (or further qualify or disqualify themselves). People aresilently begging to be led, they want a solution, they think you canhelp (if you’ve followed steps A-E), but now what? How can you prove you can help them?
How can you help readers of your profile resolve theirproblems or at the very least, start making progress to give themconfidence that they should in fact be speaking with you, want to meetyou, or even engage you to provide a solution.
G. Next step
Ever had loads of people visit your profile that lead to nothing – no121. No phone call. Not even a personal message to acknowledge they’veread your profile and found it interesting. Do you actually tell yourprospects what they should do next having read your profile. Remember F above?
People are silently begging to be led. They need yoursolution, they’re just not convinced you should be the one to provide it – they need convincing, they need Confidence to know you CAN and WILL help them.
Start building that confidence by leading and demonstrate you can help them. Think. You’ve explained who you are, what you do, whoand how you can help, next step is obvious – Invite them to get in touch and CONTACT YOU. How much money do you think you might have lost, by not implementing any, some or all of the above? It’s time to stop having a wishy washy online profile.
You’re running a business for god’s sake.
Hope that gets you thinking (and updating your profile.) 😉